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Making a Web Site Sticky

By Linda Blew Carlson

           People have shortened attention spans and less patience. If you don’t get them in the first few seconds, you lose them! You can either build a terrific web site -- or just end up with ‘click throughs.’  The answer is not to use further high tech tricks like automation or cool sounds, but to make your site appeal to the individual.

Great sites “individualize” their message

           A new discovery called ICTech® (I see tek) tells us that people are born with an automatic response to information. They feel good and understand clearly when they use this inborn response.

           The way your brain was born to respond to input of any kind is called the Natural Style. Research shows that 92% of the thousands tested have changed their in-born response to one they thought worked better, a Learned Style.

           Changing the Natural Style to a Learned Style causes stress. So 92% of the people who view your site are under stress or pressure. The truth is that they really prefer to receive information in a way that fits their Natural Style instead of heaping on more stress and pressure.

Five Natural Styles

           There are three (3) basic styles and two (2) combination styles. You only have to work with the three basic styles since combination styles are always using one of the basics at any given time.

           Click here to learn more about these styles and to read more articles. 

Sticky Rules

           Making your web site sticky for all three styles is not difficult; answer the questions what, why, and how, and you’re covered. Working with the following three points will cover 100% of the viewers of your site regardless of nationality, race, age or gender.

Sticky rule #1 – Present a broad view and open a door to possibilities...

The style that flits away fastest, the Multiple -- must be attracted and kept first. In the back of a Multiple’s mind is always the question “What?”

The Multiple Style prefers an overall, general answer to this mental question and needs a chance to imagine a few possibilities before getting down to details. To catch the attention of a Multiple and keep it, present a broad view and open a door to possibilities.

ExampleThis is the place on the web where you can… (learn something, buy something, play something, etc.) What if…, Imagine this…

Sticky rule #2 – Give the reason why this point is important each time you present a point.

The next style that will leave your site quickly is the NonVisual. The question always present in the mind of a NonVisual is “Why?”

He or she will hang around long enough to see what your site is about, but demands that things make sense to stick. When things stop making sense to the NonVisual mind, the person clicks away.

Example:We do this (to be less expensive, to provide exclusive…, etc.) Why I would... It makes sense that ...

Sticky rule #3 – Tell them how to do everything you want them to do.

The final question that must be answered on your site is “How?” Of the three basic styles, the Single will hang around the longest. Instructions must be clear and easy to follow.The Single will never buy unless the question of “How” is answered.

Example: How to… (use the product, program, how to order, etc.) Will this fit with…, Can I afford to…

            Finally, summarize with what, why, and how, to make your site comfortable to any viewer. Research proves that if you appeal to the natural style, a viewer slows down and pays closer attention to your site. The closer attention gives you a stronger chance of getting a viewer to perceive a need for your product/program.

Apply the three rules for stickiness and watch your bottom line show the difference. If you need help, feel free to write and ask questions. We WILL answer.

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Linda Blew Carlson, is GM of FOCUS II, LLC, a company dedicated to supporting families, public speakers, people who deal with difficult people, and businesses, through 'individualizing' communications. They all begin to get extraordinary results from ordinary people! To see how